Marketing Moves Every Manufacturing Company Should Make

Jul 17, 2019

It’s hard to generalize and advise anything that everyone in an industry should do. However, I’ll take a stab at it in this post. To achieve this feat, we’ll come in on a 10,000 foot view by focusing on large, big-picture concepts. Some of these concepts might be a review for you. If so, use this as an opportunity to re-evaluate how well your manufacturing company is implementing them. Without further ado—here are three marketing moves every manufacturing company should make.

Marketing Moves Every Manufacturing Company Should Make

Figure out your “why.”

Before beginning your specific marketing ventures, figure out the “why” behind your manufacturing company. Start by asking these questions:

  • Why does your company exist?
  • What does your company do for your customers?
  • Why did your company start?
  • What is your company great at?
  • What do your customers say about your company?
  • How does your company differ from others?

Once you’ve gone over the purpose behind your company, you can begin to create marketing campaigns. Beginning with a clear idea of who and what your company is will lead you to specific marketing messages. This is because starting from a clear understanding of your company allows you to convey that clear understanding to your potential customers. In the manufacturing industry, there will be competition between your company and others that manufacture similar products. By focusing in on your own company you can easily connect with potential customers about what your company can do for them that others can’t.

Invest in content marketing.

We’ve covered content marketing previously on this blog. Specifically for manufacturing companies, content marketing is an important way for your company to stand out from the crowd. Content marketing allows you an opportunity to engage your website or social media visitors. When creating content, try and put yourself in the viewer’s place. Think about what would benefit, interest, or challenge you.

Creating a content marketing funnel is a helpful marketing move for manufacturing companies. With a content marketing funnel, you are funneling customers through various pieces of your content to generate more leads. Experts generally split the funnel up into three parts:

  1. The top of the funnel gets attention and builds brand awareness.
  2. The middle of the funnel informs the visitor and nurtures leads.
  3. The bottom of the funnel is personalized and focuses on conversion.

Through creating a content marketing funnel and investing in content marketing artifacts, your company will leave a trail around the internet leading visitors to your company. Content marketing not only leads to more conversions, it also improves your SEO. Investing in content marketing work is an integral move for manufacturing companies.

Create a mobile-friendly website.

This website development move might not be super obvious as to how it relates to marketing at first glance. However, having a mobile-friendly website is the third most important factor for Google when checking for SEO rankings. Working on your mobile site is therefore one of the most important marketing moves you can make as a manufacturing company. Desktop users have been slowly decreasing and mobile users have been increasing in recent years. Improving your website experience for the majority of your visitors increases your conversion rate. Creating a version of your website that is easy to use on tablets and phones will improve your overall marketing results. Once visitors are on your site, they are more likely to stay, explore, and contact your company.

If you’d like to talk with us about these (or other) marketing options you’re considering, give us a call at 262-363-4238 or reach out to us at [email protected]. Our services include branding, marketing, and website development with an emphasis on industrial sector companies. We’d love to talk with you!